Category Captainship And Retailer Category Management With Non-Symmetric Demands Under Limited Shelf Space

Abstract

Retailer Category Management and Category Captainship are two common scenarios in the relationship between retailers and manufacturers. This thesis is conducted to demonstrate and analyze the impact of the scenarios on a supply chain’s members. We build mathematical models to obtain the demands, the prices, and the profits of each member of the supply chain in each scenario. From the obtained results, we conduct an analysis to show the benefits and risks that each scenario can bring to all members of the supply chain, thereby summarizing a number of conditions under which stakeholders benefit from. Through this project, we want to provide an additional reference for retailers and manufacturers to assess under what conditions one of the two scenarios mentioned above should be involved.